introduction-pictureI’m Cindy Martindale, owner of Martindale Copywriting. Thanks for visiting my website.

If you’re a Senior Care provider -- whether it’s Home Health Care, the Senior Living industry, or both -- you’ve come to the right place.

You need a professionally trained writer specializing in the senior care industry, an expert who understands your business, your needs, and how to communicate persuasively with your customers.

You need marketing copy that accelerates trust and builds fully engaged relationships between you, your senior prospects, and their family members.

And you need all of this accomplished in a shortened sales cycle.

That’s exactly what I can do for you by writing some really great copy.

I know your industry.

I know your needs and your customers’ needs.

I know what you’re trying to accomplish.

My core offer is designed to meet your needs as a Senior Care provider. I look forward to helping you accomplish your goals.

For more details, see Core Offer here.

If I were in your shoes, however, I would want to know more about who I am before considering me for a copywriting project. Let’s see if I can answer some of those questions right now . . .

Do you understand my business and my industry? Do you have a sales and marketing background?

I bring nearly twenty years in the senior care industry -- professionally as a sales and marketing director for senior living communities, and personally as the primary caregiver for my parents. I even specialized in elderlaw while completing law school.

Except for a few years I spent teaching college level English, my entire working career has been all about sales and marketing. Early on, I worked with several Fortune 500 consumer products companies in sales and marketing. Each one provided extensive, high quality training that helped me excel quickly.

As it turned out, though, it wasn't until my heart was engaged with seniors that I found my real passion.

My accumulated skills in sales and marketing were put to good use, but I also developed my own unique skill set. I became very adept at matching seniors’ individual needs with what communities offered.

I became a masterful closer by building relationships with the prospects.

By getting to know them as individuals -- their joys, fears, desires, wants, and needs -- it was easy to present a community to them in a senior-centric voice and from the right point-of-view.

That’s how you begin building relationships that last far beyond your present day needs.

And long-term, that’s how you add to your “family” of happy, satisfied customers who want to let all their friends in on their great, lucky secret -- you.

The same results can happen with your market messaging . . . but you need the right writer. That’s where I come in.

I understand who you are and what you’re doing. I just need to know what makes you unique and how I can help you grow your business.

Should we be talking?

What are your qualifications as a writer?

I’ve loved to write since childhood (see Getting to Know Cindy Neher Martindale here), but to learn copywriting skills, I sought out the best: American Writers and Artists Incorporated (AWAI), the industry leader in training professional copywriters.

My training courses have been written and taught by some of the biggest names in copywriting: Katie Yeakle and Rebecca Matter, Joshua Boswell (, Nick Usborne (, Bob Bly (, Steve Slaunwhite (, and Casey Demchak ( Thanks to their generosity of spirit and willingness to help other copywriters develop strong skills, I’ve learned from the best.

Here are some of the courses I’ve taken from AWAI.

Accelerated Program for Six-Figure Copywriting
Writing Case Studies: How to Make a Great Living by Helping Clients Tell Their Stories
How to Write White Papers that Command Top Fees
Key Message Copy Platforms
Email Copy Made Easy
Web Copywriting 2.0

The list goes on and is guaranteed to keep growing because . . . I’m an education junkie! I love to dig deep and learn about complicated topics, always searching for the nugget of truth and the story behind it.

What’s so special about writing to seniors and caregivers?

You’ve probably heard before that people buy from sellers they know, like, and trust. But, for seniors and their caregivers, your key buying audience, the three word solution is more like this:
know, like, and TRUST!

I know you want to be assured whoever you hire can write good copy, and I get that.

But what I’m adding to the equation is this: good copywriting is more than content and form. It’s the voice, the particular voice that moves the reader to action because trust is established. That’s part of what I can provide for you.

I know your potential customers, seniors and caregivers. I can see them so clearly that I “talk” to them as though they’re standing right in front of me.

Your customers want to feel like you’re talking about their needs, interests, feelings, fears, and concerns. It’s all about them.

They want to know, like, and trust you, and great copy gets you there.

Please see my “Writing Portfolio,” here which includes the Preface to my published book, Graceful Last Chapters: Helping Seniors Who Need More Care.

See also, “What Others Say About Me.” here.

Should we be talking?

What kind of assignments do you handle?

I specialize in writing three types of major assignments: Case Studies, White Papers, and Key Message Copy Platforms. I can also provide a variety of written materials to support each finished product.

Choosing to specialize in these three projects was absolutely intentional. As different as they may be from each other, they all can be used to build and solidify the relationship between you and your prospects, seniors and their trusted caregivers.

Each project has individual features and benefits that help build relationships and emotionally bond you and your potential customer . . .

Voice, consistency, holding your audience’s attention by talking right to them, sharing your understanding of who they are, defining who you are in a memorable way . . . it’s all important.

For more discussion of how Case Studies, White Papers, and Key Message Copy Platforms can accelerate your profits and shorten your sales cycle, please see “Core Offer” here and “Investment Schedule.” here.

How long will it take you to write the copy?

Truthfully? My answer is, it depends. The length of time required to complete a project depends a great deal on the project itself and what’s required to make a professional project market ready.

For example, a nurturing sequence of emails to senior community prospects won’t take as long to write as a white paper explaining the philosophy of your company’s founders. Though both would require research (and my research is very comprehensive), the amount and type of research needed differs by project. Both require interviewing people, but the historical perspective for the white paper would require lengthier conversations and more details.

However, I wholeheartedly commit to this promise: you will always know how long any particular project is expected to take, and once we agree on timing and a due date, that’s when it will be delivered to you.

What happens if we want to revise the copy?

There will be ample time throughout the writing process when we both look at the copy and make changes together. My desire is always that you are completely satisfied with the results of any and all projects we do together.

I have a very thorough writing process, a system for working on projects. For a full explanation, please see “My Writing System and Procedures.” here.

You’ll see by my section headings (below) that reviews and changes to the project are built into the system. My procedures include the following elements:

Initial Contact
Discussing the Project and Questionnaire
Investment and Getting Started
Review of First Drafts
Additional Reviews and Fine Tuning
Final Approval
Transition to New Projects
As you can see, I’ve anticipated revisions, and we’ll take the time to address all of your concerns. There are always multiple reviews and a refinement process that will leave us both happy and satisfied.

You’ll find me open to suggestions and easy to work with throughout the process.

For more details on the ten sections listed above, be sure to look at “My Writing System and Procedures” to answer any questions.

Do you offer consulting services?

Yes, I do. You’ll find them listed on the “Investment Schedule” as Marketing Strategy and Planning.

This is a great opportunity for us to take a look at your current marketing copy, both print and online, to see if there are any existing areas that can be strengthened. We can discuss both where you are and where you want to go, focusing on expectations and the steps involved.

Maybe you’re anticipating the launch of a new product or service, and you’re looking for maximum positioning within current content.

Do you want to create the new space by trimming and/or repositioning current copy? Or are you happy with what you currently have but want to highlight the new as a stand-alone feature?

Perhaps you want to fit in something you’ve never used, such as a white paper, and want to discuss anticipated return on investment regarding the new addition.

Marketing Planning and Strategy can be used to address whatever your needs are at the time.

Your fee schedule lists a price for “copy critique.” What’s that?

It’s another way I can be helpful to your organization and meet your needs.

I won’t be the only writer in your life who’s generating copy that’s going to print. However, I have a very good set of eyes, lots of training, and I know how to edit with a sure hand.

You probably have any number of managers and department heads who write emails, memos, or letters that, because of circumstances, rise to a high level of exposure to important audiences. Who proofreads those materials and checks for typos or errors?

My job is to help you release professional, market-ready messaging that says exactly what you want it to say, each and every time.

Critiquing copy is another way I can lend a hand, use my skills, and take work off your plate.

How do I order from you?

That’s the easy part! You can email me,, visit my website,, or call 708-910-8179.

I look forward to talking with you about your project and getting started on a proposal.


Cynthia Martindale

Cynthia Martindale
Martindale Copywriting

P.S. Being the leader you deserve to be is hard in a crowded marketplace, and it’s especially true for Senior Care companies. It seems like everyone is vying for their share of the growing senior population . . . the market’s noisy, cluttered, and full of random promises.

That’s why you need content that CONNECTS you with what seniors want. They want to know you realize how they feel, that other seniors went through what they’re going through and thrived (Case Studies).

They want to know what makes you unique, what sets you apart from all of your competition (White Papers).

They need to read and hear a consistent marketing message (Key Message Copy Platform, a comprehensive master marketing document for writing anything about your business product and services).

These tools create content that connects you and your audience. It’s all about relationships.

If you want to create content that connects, contact me today. Let’s get started.

Again, you can email me,, visit my website,, or call me at 708-910-8179.